CONTEXT AND GOAL
During the 12-month-long project, the Critical mass design team identified areas for improvement by taking steps towards enhancing the customer experience (CX), building a customer experience team (Critical mass designers and client stakeholders), and addressing technological challenges. The focus on CX governance, employee engagement, and better articulation of brand values and purpose contributed to a more successful and customer-centric approach within the organisation.
Research | UX
UX RESEARCH
To improve the understanding of the product story and enhance segmentation, we undertook the following steps: Enhanced data analysis, customer journey mapping, user feedback and surveys, persona development, customer communication and continuous monitoring; which entails to continuously monitor product performance and customer interactions to stay updated on changing customer expectations. Regularly review and refine segmentation strategies based on evolving insights.
By implementing these strategies and through qual research the organisation were able to gain a deeper understanding of the product story and customer expectations, leading to more effective segmentation and improved customer experiences. The project went through three main phases: Insight, Strategy, and Digital Adoption.
UX WORKSHOPS
To gain a deeper understanding of the target customers, their needs, and potential opportunities, several Prudential on-site client UX workshops were conducted. These workshops helped both the CX team and client stakeholders uncover and prioritise critical pain points within the current customer journey, which needed to be addressed.
During the Insight phase, on-site client UX workshops were conducted to gain a deeper understanding of the target customers, their needs, and potential opportunities. This helped identify critical pain points within the current customer journey, which required attention. However, client-employee engagement remained challenging to assess at this stage, and there was a need to explore and implement initiatives to improve employee engagement further.
CHALLENGES AND OUTCOMES
The project revealed several areas of customer pain points, operational failure points, and manual flows, which necessitated addressing to enhance the overall customer experience. Articulating brand values and CX purpose to staff were improved to ensure better alignment and understanding of the organisation's CX goals and values.
While a technology roadmap was in place, the existing legacy architecture and prevalent workarounds hindered achieving a single customer view and real-time decisioning. Addressing these technological challenges were a priority to the project and the aim was to provide a more seamless and efficient customer experience.
Overall, the project identified areas for improvement and took steps towards enhancing the customer experience, building a CX Team, and addressing technological challenges. The focus on CX governance, employee engagement, and better articulation of brand values and purpose contributed to a more successful and customer-centric approach within the organisation.